Connecting the world of travellers with prospective hotels, inns and B&Bs to formulate their upcoming travel plans, TripAdvisor TripConnect introduced 2 powerful programs of TripConnect CPC (cost per click) and TripConnect Instant Booking. Launched in 2014, both programs quickly became a market favourite for accommodation providers as well as travellers all around the world. TripAdvisor truly believes that both programs will significantly increase monetization, as the travellers all around the world establish a direct relation with the hotel through the trusted medium of TripAdvisor.
However, understanding the difference between both the services can be a little bewildering. Nonetheless, I will help you differentiate between TripConnect CPC (cost per click) and TripConnect Instant Booking and get a hang of both the services.
TripConnect Instant Booking
Being one the largest review platform, TripAdvisor enjoys more than 10 million unique visitors on daily basis. Travellers from all over the globe rate, review and now even book travels with the online review giant. The unique feature of Instant Booking allows hoteliers to take advantage of their ‘pay-per-booking commission’ model and enrich their online bookings. Instant Booking offers the traveller opportunity to immediately confirm the booking at your hotel without even leaving the metasearch site of TripAdvisor.
Functions of TripConnect Instant Booking
Along with hotel reviews, the metasearch engine also allows the traveller to compare the real-time rates and availability of your property. Furthermore, the Instant Booking model offers the booker to instantly confirm the hotel booking by clicking on ‘Book on TripAdvisor’ button. Adding to the advantage, TripAdvisors delivers all the guest information to you from the first point on, and you are directly in contact with your guest without any interference of the middle agent.
As the entire concept works around the ‘pay-per-booking model ’, you only pay commission for the confirmed booking. Additionally, the travel giant offers you 2 different commission rates to choose from, 15% commission per booking ensures that you receive half of the bookings received on TripAdvisor. On the other hand, the commission rate of 12% brings in the hotel on 1/4th of the booking through Instant Booking. The remaining booking which are not claimed by your hotels is passed on to the OTAs connected to your hotel with you ultimately paying the OTA commission.
Moreover, the simple yet innovative service of Instant Booking requires no bidding, no deposits and the commission to the company is only paid after the guest stay.
Click here to enrol your property with TripConnect Instant Booking.
Another program introduced by TripAdvisor is the TripConnect Cost-Per-Click (CPC). Similar to Instant Booking, this program also allows travellers to view real time rate and inventory of the property. However, instead of offering the traveller option to book from TripAdvdisor platform, TripConnect CPC offers direct booking to the hotel by redirecting the booker to your hotel’s website.
Functions of TripConnect CPC
Contradicting the Instant Booking plan, the TripConnect CPC program works on ‘cost per click ’ programme which requires you to bid the amount you pay per person, visiting your website through TripAdvisor. The hindrance here is that the place of your hotel on the price comparison search bar is determined by the price of your bidding. Thus, the bidding structure gets a little complex here, as the highest bidder is placed on the top of the price comparison search bar as you are once again competing with the might OTAs ( you are connected with) for direct bookings. The CPC model ranks your hotel’s position according to your bidding, and higher your ranking more you get noticed. As soon as the booker clicks on your property’s website link, he is redirected to your hotel’s website to further confirm the booking. In this policy, your hotel is charged for the click regardless if the traveller actually completes the booking or not.
You can refer to TripConnect CPC user guide
You can enroll your property for TripConnect CPC programme from TripConnect website.
Which program is better for your property-TripConnect Instant Booking or Cost-Per-Click?
Through both the programs, TripAdvisor is offering hoteliers a power and low costing platform for gaining a tremendous online exposure. Identifying on you requirements and expectations you can choose either of the programs to increase your online sales or you can benefit immensely by strategizing a combination of both.
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